Rangita expands in Hyderabad with a new store in Moosarambagh
19 December 2025, Mumbai
Marking a sophisticated pivot for the Stellaro Brands Label, Rangita opened its latest store at L&T Next Galleria Mall in Moosarambagh, Hyderabad.
Unlike traditional expansions, this launch is the result of a ‘digital-to-physical’ blueprint, leveraging pincode-level demand data harvested from high-performing online corridors on Amazon and Ajio. By embedding itself within Hyderabad’s transit-oriented development (TOD) hubs, Rangita is strategically capturing the high-frequency footfall of urban commuters—a demographic that has fueled the brand’s 6.5X festive sales surge and sustained a 50 per cent CAGR.
The Southern value paradigm
The brand’s aggressive focus on the Telangana and Andhra Pradesh ‘regional citadel’ is rooted in a clear economic reality: per-capita spending on value-driven ethnic wear in South India consistently outpaces Northern benchmarks. With the Indian women’s ethnic wear market projected to hit $22.56 billion by 2030, Rangita is utilizing its Rs 8 crore investment to secure store-level EBITDA profitability through lean, data-backed inventory. The brand isn’t just opening doors; they are deploying localized wardrobes based on what women in specific Hyderabad clusters are already searching for online, says Himanshu Chakrawarti, CEO, Stellaro Brands.
This move reflects a macro-trend where D2C ‘digital natives’ are rescuing physical retail through omnichannel integration. By blending AI-driven personalization with a tactile ‘touch-and-feel’ environment, Rangita is addressing the 35 per cent–50 per cent return rates that plague online-only apparel players. Prioritizing micro-market fit over sheer store count- this hybrid model is becoming the definitive survival strategy for the urban middle-class demographic, where cultural roots meet contemporary retail expectations.
A contemporary ethnic wear label, Rangita specializes in trend-led kurtas, salwar suits, and fusion dresses designed for the modern Indian woman.The brand is predominantly active in South India (Telangana and Andhra Pradesh), targeting the urban ‘Bharat’ demographic through both digital marketplaces and physical EBOs.
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